Amazon Powers Curated Showroom at Mall of America

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Amazon Powers Curated Showroom at Mall of America

By Patrycja Malinowska - 10/24/2018

Amazon is taking showrooming to a new level by partnering with Hearst Corp.'s Good Housekeeping magazine to open a pop-up store for the 2018 holiday season.

Located in the Mall of America, the 2,800-square-foot store is set up like a house, with more than 100 items displayed within vignettes for various rooms to help shoppers visualize the products within their own homes. There is a smart video doorbell and its accompanying floodlight camera on a faux entryway complete with fall decorations, a couch parked in front of a big screen TV, a kitchen with working appliances and a dining table with an autumnal place setting, and more. (See P2PI.org for more detailed photos of each vignette.)

Amazon powers the purchases, which are made using Amazon SmileCodes and shipped directly to shoppers' homes. Shoppers open the SmileCode Scanner within the Amazon mobile application, aim the camera at the visual pattern printed on a price sign alongside the item they want to purchase and are taken seamlessly to the amazon.com product detail page associated with that code. Users can add the item to their cart and check out as usual.

Products for sale include electronics and appliances, kitchen and cleaning tools as well as toys, personal care items and gift sets from brands such as Whirlpool Corp.'s Affresh, Casabella, Dyson, Beiersdorf's Eucerin, L'Oreal's Garnier, Double Insight's Instant Pot, iRobot, Sears' Kenmore, Microsoft, Nestle's Nespresso, Procter & Gamble's Olay, OtterBox, Panasonic, Poo-Pourri, Samsung, Thinkbaby, Tile, Vitamix and, of course, Amazon's own Echo devices and Good Housekeeping's published offerings. New products will be introduced throughout the season.

Most items stocked in the highly rationalized assortment are the sole ones in their product category. Instead of choosing between brands or price levels, shoppers get items tested best out of thousands reviewed by its scientists, chemists and engineers: Good Housekeeping seal holders, Best-of-the-Test winners and GH Labs picks.

Additionally, amazon.com is hosting a Good Housekeeping "boutique" stocking GH-tested products including recommendations not seen in the brick-and-mortar store.